Greenpeace Design & Branding FOOD PURIFIER KID by Saatchi & Saatchi Guangzhou

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FOOD PURIFIER KID

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Design & Branding
Market China
Agency Saatchi & Saatchi Guangzhou
Associate Creative Director Guojing Yang Saatchi
Executive Creative Director Fan Ng
Creative Director Bruce Wu
Copywriter Andrew Lok
Released March 2013

Credits & Description

Advertiser: GREENPEACE
Agency: SAATCHI & SAATCHI
Category: Exhibitions & Live Events
Copywriter: Andrew Lok (Saatchi/Saatchi)
Group Heads: Benjamin Gao (Saatchi/Saatchi)
Creative Director: Bruce Wu (Saatchi/Saatchi)
Art Directors: Layla Hua (Saatchi/Saatchi)
Head of TV Production: Ran Yin (Saatchi/Saatchi)
Head of PR: Rebecca Liu (Saatchi/Saatchi)
Group Heads: Dean Ding (Saatchi/Saatchi)
Executive Creative Director: Fan Ng (Saatchi/Saatchi)
Associate Creative Director: Guojing Yang (Saatchi/Saatchi)
Art Directors: Lujun Gan (Saatchi/Saatchi)
Head Of Visuals: Manson Guo (Saatchi/Saatchi)
Art Directors: Rebecca Liang (Saatchi/Saatchi)
Associate Art Director: Wenzhang Chen (Saatchi/Saatchi)
Group Creative Director: Elaine Young (Saatchi/Saatchi)
PR Manager: Judy Zhang (Saatchi/Saatchi)

Outcome
The stunts were held on the most popular riverside walks, streets, and vegetable markets in the industrialized city of Guangzhou. The artistic performance and the uncomfortable authenticity of their surroundings were effectively combined to alert the public to the effects of polluted drinking water, food, and air on children. This unique form of messaging and accurate audience targeting attracted wide media coverage. Pollution itself was no longer the only topic on every headline: the relevant topics were hot keywords on Sina Weibo, Tencent Weibo, and WeChat Moments (all are Chinese microblogging/social messaging platforms), and even one day after the events yielded more than 466,000 Google results.

Client Brief Or Objective
Over the past year, it has become an unavoidable and unpleasant truth: high-speed economic growth has caused serious pollution in China, where contaminated drinking water, food safety, and air pollution have all become major health concerns.We wanted to raise public awareness of pollution’s effects on current and future generations of Chinese people in an impactful and equally unavoidable way.

Implementation
We worked with artists who painted patterns of pollution treatment facilities on the bodies of children. When positioned as installations in the sources of pollution, these children demonstrated the far-reaching harmful effects of polluted drinking water, food, and air.

Brief Explanation
We have to deal with the consequences of our development on our environments, but our current and future children shouldn’t have to act as filters for its pollution.So we decided to illustrate the dangers of pollution with stunts that literally show children filtering our contaminated water, food, and air.